Chapter 12

Use to logic to change a belief or get people to take a certain action.

• Persuasion

• hook

• feedback

• advertising

The aspect of an ad that grabs attention.

• hook

• decoding

• promotion

• layout

The person who has a message to communicate.

• sender

• typeface

• tagline

• advertising

A phrase or sentence that summarizes an essential part of the product or business.

• layout

• advertising

• sender

• tagline

The receiver's response to the sender and concludes the communication process.

• sender

• typeface

• layout

• feedback